Taobao's uglies exhibition returns to Hangzhou

Taobao has partnered with the School of Intermedia Art at the China Academy of Art to launch its second "Treasured uglies art exhibition" (丑东西艺术策展) in Hangzhou, institutionalising its "ugly but creative" product trend through academic curation and formal exhibition presentation.

Running from 12 to 27 September, the exhibition spans 1,200 square metres and features more than 30 artistic installations and over 500 original Taobao products. It brings together independent craftspeople, artists and niche merchants from the platform's ecosystem, showcasing unconventional works that break away from mainstream aesthetic standards.

Under the theme "Ugly, but mine", the exhibition caters to the growing consumer preference for personalised, humorous and imperfect designs. It reflects a shifting youth consumption mindset that rejects homogeneous, polished commercial aesthetics in favour of unique, story-driven niche creations.

As part of the exhibition, Chinese plush toy brand Wen Tong Zi (问童子) presents reinterpreted figures from Chinese folk tales. It has done a collaboration with Nobody (浪浪山小妖怪), an animated film inspired by the classic Chinese tale Journey to the West (西游记).

In the "Flying Apsara Grotto" section, legendary figures from Dunhuang's ancient cave murals step off the walls and into three dimensions. The Dunhuang Academy has reimagined them as collectible characters for younger consumers.

The event also features independent original IPs including GigiFrog, My Friend Rabbit and LiPU FRiENDS, among others.

First launched in 2020, Taobao's Uglies campaign has accumulated total sales of RMB 230 million for its featured unconventional products, proving the market potential of alternative aesthetic consumer segments.

MARKETING-INTERACTIVE has reached out to Taobao for more information.

Don't miss: How Chinese brands are transforming global markets and driving disruption

China's trendy toy market has witnessed explosive expansion over recent years. A KPMG report shows that China's trendy toy market was expected to exceed RMB 82.5 billion in 2025, representing a YoY growth of 40.5%, and is projected to surpass RMB 213.3 billion by 2030, with a compound annual growth rate reaching 18.7%.

Within the broader sector, ugly-cute and imperfection-focused product lines have secured rising market shares, evolving from internet viral novelties into a stable, high-potential vertical consumption track.

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